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What is a digital experience platform?

What is a digital experience platform?

30 July 2019 | News and Insights

Find out six ways a digital experience platform can help organisations create great user experience and increase profits

Content management systems (CMS) have previously been the go-to platforms to implement online campaigns. This is because CMS platforms accommodate a wide range of features and functionalities for enterprises. However, advances in technology mean consumer expectations are changing. Enhanced digital experiences and a deeper level of personalisation is needed in order to engage with audiences. This comes in the form of a digital experience platform (DXP).

Gartner defines a digital experience platform as an integrated software framework for engaging a variety of audiences across multiple digital touchpoints. DXP’s put a strong emphasis on interoperability and seamlessness across the entire customer journey. However, the two core principles that stand out are that it takes multiple integrated technologies to control a range of digital touchpoints, with one control centre for the entire experience. Digital experience platforms should be considered by enterprises at the embryonic stages of their digital transformation strategy where they would benefit from a fully connected experience.

How do digital experience platforms compare to a CMS or WEM?

Digital experience platforms have become increasingly popular. As they are the next generation of CMS and web experience management systems (WEM). The core differences between CMS and WEM systems are down to basic principles. A CMS platform is a basic system that helps enterprises organise content needed for their online identity. There are a range of different CMS platforms, some simple and others offering a range of complex tools. WordPress and Sitecore are the most popular CMS platforms in use online, the key differences can be found in a Sitecore vs WordPress comparison guide.

Web experience management (WEM) systems were introduced with the evolution of the internet. As customer experience became a profit driver, enterprises sought to build a presence across multiple channels. Ensuring exceptional user experience means that businesses need to send unique content to target audiences. WEM systems allows enterprises to not only create and organise content but introduce rule-based personalisation to the experience. This gave enterprises the ability to compile data that will help build personas and bespoke content.

The rise of digital experience platforms like Sitecore have taken organisations’ digital strategy far beyond content and onto exploring in depth levels of personalisation across each touchpoint. Businesses that ignore this shift in consumer expectations risk their audience moving away from their site and choosing a competitor that prioritises customer experience.

what is a digital experience platform

Creating engaging customer experiences with a DXP

Consumers have a lot of choice for services and products, giving them high buying power. Organisations therefore can’t afford to disregard that they need to do more than just have the best product or service to gain a competitive advantage. Businesses can differentiate through creating a personalised customer experience, which can be leveraged to influence brand perception across every stage of the user journey.

Building customer loyalty through engaging customer experiences can help enterprises increase their growth and profitability. Coca Cola’s iconic ‘#ShareACoke’ campaign is a great example of a brand creating a simple but innovative campaign. Personalisation was a core principle of the campaign, with consumers having the ability to purchase a Coke with their names featured on. 59% of consumers say that personalisation influences their shopping decision. The personalised campaign gained more than 500,000 photos shared across social media using the #shareacoke hashtag, consumers created over six million virtual personalised Coke bottles and Coca Cola gained over 25 million Facebook followers.

what is a digital experience platform

Digital disrupters are forcing industries to evolve how they communicate and operate. As a result, enterprises are now prioritising their digital transformation strategy and how they can use new trends such as, artificial intelligence (AI), big data and machine learning (ML) and AR in marketing.

How can enterprises benefit from a digital experience platform?

The market is highly competitive, with a range of technology on offer to suit different needs of enterprises which can make choosing a website platform an overwhelming decision. But using a CMS comparison guide to understand the key features of each platform and which is best suited to your organisation’s requirements can help simplify the decision process.

Sitecore is a good example of a DXP that offers a globally recognised Experience Platform (XP) which has a range of advanced features for enterprises to optimise customer journeys.

These include:

 

1. Versatile and seamless digital marketing

Customers expect accuracy and consistency when they interact with brands. This makes Sitecore XP a great tool for enterprises to utilise as a digital marketing platform. There are a range of Sitecore marketing tools that let you manage content, products and assets in one place. This helps marketers create seamless campaigns and generate valuable website traffic.

 

2. Rich data and insights for personalised experiences

To get this data Sitecore XP uniquely collects real-time customer data and interactions from campaigns and stores them in the Sitecore Experience Database (xDB). Sitecore xDB is used to generate actionable insights for advanced personalisation. This helps enterprises better understand their target audience and customers, which in turn enable them to deliver improved marketing activity to boost conversions and customer life time value.

 

3. Personalisation

73% of buyers point to customer experience as an important factor in the buying process. Sitecore personalisation is key to increasing leads, engagement and conversions. By capturing user behaviour, Sitecore can help serve up the most relevant content for users – increasing traffic and conversions. Gartner reported that by 2020 personalisation technology will enable businesses to increase profits by 15%. With this incentive, it’s no surprise that enterprises are adopting digital experience platforms for the personalisation features it offers.

 

4. Multilingual, multisite management

Globalisation means that it’s a common requirement for websites to be offered in multiple languages. Sitecore offers multilingual websites that can be translated quickly and efficiently. To meet the needs of every consumer, it’s essential to provide a website that will speak in their language.

 

5. Greater productivity

Increase productivity with Sitecore Experience Accelerator (SXA). Sitecore SXA enhances project productivity by speeding up website build process and keeping teams on track. SXA works without physically removing any stages of the build. This not only ensures quality is maintained but increases time management. One way SXA speeds up the build process is through implementing Sitecore Helix principles.

 

6. Control at every touchpoint

The number of touchpoints enterprises need to manage has rapidly grown. The need for one control centre to manage all touchpoints is essential. Sitecore offers one platform that manages all interaction points.

How can Sitecore help you?

Sitecore is a leading digital experience platform used by enterprises globally to create seamless and optimised customer experiences. Sitecore is constantly evolving, this means with each update comes more innovative features for your enterprise to use.

We’re a long-standing top tier Sitecore Partner, with decades of experience in helping enterprises leverage Sitecore to achieve their digital strategy goals. Not currently using Sitecore? Book a Sitecore demo today to learn how your organisation could benefit from the leading global platform.

Source:

gartner.com/en/documents/3901469

econsultancy.com/what-is-digital-experience-platform-dxp-why-do-you-need-one/

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What is a digital experience platform?